Democratizing customer feedback with the new Dynamics 365 Customer Voice
Welly Lee - Principal Program Manager, Microsoft Dynamics 365 Customer Voice
Shashank Singh - Product Marketing Manager, Microsoft Dynamics 365 Customer Voice
Staying connected with your customers to provide a best-in-class customer experience has never been more important, especially when in-person feedback opportunities are limited. To stay agile and deliver the best products, services, and experiences, leaders need to use customer feedback as their main KPI. Otherwise how can they be sure that their efforts are bringing desired results? A recent survey by Microsoft showed that 90 percent of customers want to provide feedback, while only 54 percent of them are rarely given the opportunity to share. Our goal with Microsoft Dynamics 365 Customer Voice is to make collecting and distributing feedback from customers across teams standardized, so that everyone can provide a best-in-class product or experience designed for the customer.
Getting started made easy
Implementing an end-to-end customer feedback solution can be intimidating. Often because of time or budget constraints, the job to collect customer feedback falls on one or two people within the customer service team, when really, it should be a company-wide effort. To make getting started easy, we have designed Dynamics 365 Customer Voice to offer quick and easy solutions for users to collect feedback immediately. Our ready-to-use templates come with default questions designed to fit what our research showed were the four most common feedback scenarios: periodic customer feedback, post-delivery, post-visit, and post-support call. Questions included in the template are fully customizable to fit specific product or service needs and do not require any technical expertise to use or change.
Integrating feedback with existing Microsoft Business Applications
Though important, it can be difficult for all parts of the business to adopt your customer feedback program. To have all units incorporate and align customer feedback into their processes, your feedback solutions needs integration points into their applications. Dynamics 365 Customer Voice includes built-in integrations with all Microsoft Business Applications including Microsoft Dynamics 365, Microsoft Power Apps, as well integrations to any external third-party application through Microsoft Power Automate.
With connected feedback across all your applications, the possibilities are endless. You can, for instance, automate the process of sending a survey to customers while using integrated data from other applications—like observed open rates, marketing channel preferences, and product and service preferences—to deliver surveys across channels at varying times. The results from your surveys can be integrated back into your business application, so they are available to anyone who needs to engage with the customer. This information can then be used to enhance customer profiles in Microsoft Dynamics 365 Customer Insights to provide relevant experiences.
Standardizing the feedback loop
A customer’s journey from awareness to purchase can be incredibly complex and difficult to measure. Dynamics 365 Customer Voice can help you better understand and track the impact of your customer experience with defined satisfaction metrics, which can be mapped to questions across different surveys. You can, for example, define your customer satisfaction (CSAT) metric and map that score to a new survey to use that metric to collect feedback periodically and track trends over time on the dashboard.
You also have the option to set alerts on metrics to notify relevant business users in your organization when they receive poor feedback. Feedback is automatically classified using the latest in Microsoft’s AI technology, which means you can easily prioritize and quickly follow up on customer feedback to fix any issues. Take it one step further and link data from Dynamics 365 Customer Insights to feedback collected with Dynamics 365 Customer Voice to surface insights tied to the specific customer to get context behind why a customer was unhappy and quickly follow up with the next best action.
DAI, a social and economic development company, recently used Dynamics 365 Customer Voice to help launch its Women for Health program to train healthcare workers in Northern Nigeria to improve women’s access to healthcare services. DAI needed to understand the status of the medical practices in each village, evaluate the success of the program to justify funding, and understand how to make the program better for future cohorts. But found it challenging to communicate directly with program participants who were spread across remote areas in six states spanning 7,700 square miles, so gathering feedback in person would have been too expensive and time-consuming.
DAI chose Dynamics 365 Customer Voice in part because non-technical staff could create and deploy surveys and there were minimal barriers to gathering crucial programmatic information.
“Our project leader didn’t have technical experience, and neither did our facilitators, who work as tutors and teachers,” says Dr. Adamu. “Dynamics 365 Customer Voice was easy for anyone to deploy, adopt, and use.”
The organization aimed to make providing feedback seamless for health workers where computer access was already limited and with Dynamics 365 Customer Voice’s built in integrations, sent participants a link on their smartphones via WhatsApp to where they could respond to surveys and provide essential program data on the go.
“By using Dynamics 365 Customer Voice, we became nimbler with our data and can share program information in near real time with our funders,” says Dr. Adamu. “We learned what worked well and how to adjust our approach to continue to ensure success and support for our community health workers.”